CULTURAL INSIGHT:

kids don’t hate fruits & vegetables because they don’t taste good. they hate them because they aren’t cool. So let’s make them cool.

Fruits and vegetables are lame. To appeal to kids, we created a brand they could get behind: FNV.

We created TV spots calling out celebrities for not promoting FNVs.

A colorful collage of four logos with the same design, each in different pastel background colors: yellow, pink, blue, and green. The logos consist of a stylized leaf, a triangle with a cutout, and the letters 'FNV' beneath.
Collection of four advertisements for fruits and vegetables, featuring people posing with playful and energetic messages.
Instagram grid with eight images and text related to fruit and nature: an arm with a watch holding an apple, a person in a yellow outfit in front of colorful wall art, a lettuce head with sunglasses and text "Can't see the haters," the moon with the word "Frutto," a quote about broken tree bears and fruit, a coconut with the text "In love with the coco," a peach with boots and the text "Basic peaches," and an artichoke with a heart on it.
A colorful collage of four sections with text and people promoting fruits and vegetables. The top left has a woman with shoulder-length hair holding an orange slice in front of her mouth, with a bright yellow background. The text reads "Fruits and Veggies Now with More Jessica Alba." The top middle has two men in suits, one kneeling and the other standing, with the text "Grapes What Champions Feed Champions." The top right has a woman with blonde hair and a big smile, holding an orange slice over her eye, with the text "Julianne Hough Always Gives Oranges a Perfect Ten." The bottom right features a man holding a pineapple with the text "Great at Spotting Open Receivers and Ripe Pineapple." The backgrounds are in yellow, light blue, light green, and pink.

We developed a vibrant look & feel.

Promotional vinyl banner advertising the asparagus capital of the world at Harbor Park stadium, with spectators in the background.
A billboard advertising apples and veggie couture, featuring a woman holding an apple over her eye against a blue sky. Corridor displays promoting avocado and electrolytes on trees, with a woman smiling and holding an orange at a grocery store.

And put ads everywhere we could.

Series of three social media posts showing playful food and object images: the first is an orange soccer ball made of orange slices, the second is a refrigerator with containers of food and a green apple with a note that says "Adam's do not eat!", and the third is an edited image of a pink radish with blue fins on a light blue background.

Including late night TV bits with the First Lady.

Agency: Victors & Spoils ECD: Noah Clark CD: Kate McQuail Writer: Brock Johnson AD: Rob Lewis